866-997-4948(US-Canada Toll Free)

Digital Advertising - UK - March 2016

Published By :

Mintel

Published Date : Mar 2016

Category :

Advertising and Marketing

No. of Pages : N/A

The digital channel provides advertisers with a unique benefit that is difficult to replicate using other media formats - the ability to target a specific individual, with a specific message, at a specific time.

In order for the industry to maintain that advantage it is crucial that brands manage the fine balance of producing engaging relevant ads without intruding on users

Table of Content

Overview

What you need to know
Covered in this report

Executive Summary

Digital advertising expenditure tops £8 billion
Figure 1: Forecast of digital advertising expenditure in the UK, 2010-20
Video and social now core components of digital advertising
Figure 2: Digital advertising formats noticed by consumers in the last three months, December 2015
Smartphone advertisers face a struggle to engage users
Figure 3: Attitudes towards smartphone advertising, December 2015
Unclear targeting methods cause unease
Figure 4: Attitudes towards digital advertising, December 2015
Majority would still pay for ad-supported media services
Figure 5: Amount consumers would be willing to pay for monthly media subscriptions without advertising, December 2015
Figure 6: Amount consumers would be willing to pay for monthly media subscriptions with advertising, December 2015
What we think

Issues and Insights

Tackling the threat of ad blockers
The facts
The implications
Privacy vs personalisation
The facts
The implications

The Market – What You Need to Know

Digital advertising expenditure tops £8 billion
Paid search accounted for more than half of expenditure in 2014
Digital leads the way
Privacy infringements arouse concerns
Nearly one in four people have used ad blockers

Market Size and Forecast

Digital advertising expenditure tops £8 billion
Figure 7: Digital advertising expenditure in the UK, 2010-20
Forecast
Figure 8: Forecast of digital advertising expenditure in the UK, 2010-20

Segment Performance

Paid search accounted for more than half of expenditure in 2014
Figure 9: Segmentation of digital advertising expenditure in the UK, 2014
More than £1 in every four spent on digital advertising is now mobile
Figure 10: Digital advertising expenditure and mobile advertising revenue in the UK, 2010-14

Market Drivers

Digital leads the way
Figure 11: Advertising expenditure, by media channel, 2014
Privacy infringements wake concerns
Figure 12: Concerns relating to online data/security, November 2014
Nearly one in four people have used ad blockers
Figure 13: Online security services installed/used in the last 12 months, November 2014
Figure 14: Screengrab of a website loading in Safari with (right image) and without (left image) Crystal installed, 2015
Real-time bidding provides instant engagement

Key Players – What You Need to Know

Programmatic allows brands to hit the right note
Cross-channel advertising
Social media brands enhance their advertising platforms
Empowering users

Brand Activity and Innovations

Programmatic allows brands to hit the right note
Cross-channel advertising
Social media brands enhance their advertising platforms
Figure 15: Interactions with social media advertising, September 2015
Figure 16: Awareness of what is online advertising, 2014
Empowering users
Costa brews up geo-location campaign
Figure 17: Experience of location-based mobile marketing, 2013-14

The Consumer – What You Need to Know

Video and social now core components of digital advertising
Overcoming negative perceptions
Personalisation appeases social media users
Smartphone advertisers face a struggle to engage users
Unclear targeting methods cause unease
Majority would still pay for ad-supported media services

Digital Advertising Formats

Video and social now core components of digital advertising
Figure 18: Digital advertising formats noticed by consumers in the last three months, December 2015
Young Millennials notice a larger range of formats
Figure 19: Digital advertising formats noticed by consumers in the last three months, by generation, December 2015
Deal and activity seekers more receptive to digital ads
Figure 20: Digital advertising formats noticed by consumers in the last three months, by online activities performed in the last three months, December 2015

Perceptions of Advertising Formats

Overcoming negative perceptions
Figure 21: Perceptions of digital advertising formats, December 2015
Over-55s alienated by digital ads
Figure 22: Perceptions of digital advertising formats (net), by age, December 2015
Personalisation appeases social media users
Figure 23: Perceptions of social media advertising, by people who describe social media advertising as personalised, December 2015

Smartphone Advertising

Smartphone advertisers face a struggle to engage users
Figure 24: Attitudes towards smartphone advertising, December 2015
Empowering Millennials
Figure 25: Agreement with attitudes towards smartphone advertising, by generation, December 2015

Attitudes towards Digital Advertising

Unclear targeting methods cause unease
Figure 26: Attitudes towards digital advertising, December 2015
Social logins provide the gateway for advertisers

Online Media Services

Option of free sources limits media subscription uptake
Figure 27: Uptake of/interest in media subscriptions, December 2015
Majority would still pay for ad-supported media services
Figure 28: Amount consumers would be willing to pay for monthly media subscriptions without advertising, December 2015
Figure 29: Amount consumers would be willing to pay for monthly media subscriptions with advertising, December 2015
A sharing economy

Appendix – Data Sources and Abbreviations

Data sources
Abbreviations
Fan chart forecast
Figure 30: Best and worst case forecast of UK digital advertising expenditure, 2015-20

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *